Six ways leaders can build trust in tough times

In the face of adversity, true leaders don’t just survive—they thrive. Whether it’s a market downturn, internal shake-ups, or an unpredictable crisis, these moments define who you are as a leader, and what your organisation stands for. When stress and staff turnover are high, it’s your job to not only steer the ship but to fortify it. And at the core of this fortification? Trust.

Trust isn’t just a nice-to-have in business; it’s the bedrock of success. When your team trusts you, they’re willing to go the extra mile, to innovate, and to push through even when the going gets tough. But trust isn’t something you can demand—it’s something you must earn, especially in times of stress and uncertainty.

It’s often when organisations are going through periods of change and uncertainty that they pick up the phone. We recently worked with a major advertising agency after they lost their biggest client, and shockwaves were rippling across the business. Two key figures had already exited the business and the fear was that more would follow. Instead of panicking, however, their CEO took the situation as an opportunity to refocus the mission of the organisation and develop an entirely new digital strategy.

In order to achieve this transformation they needed self-aware, empathetic managers who their teams trusted to successfully steer them through the change. We worked with them to develop a strategy to rebuild trust and develop the skills needed for managers and their teams to thrive.

Here are 6 ways we encouraged them to build and maintain that trust, ensuring their teams didn’t just weather the storm but came out stronger on the other side.

1. Over-communicate with radical transparency

When the pressure is on, the last thing you want is for your team to feel left in the dark. Silence breeds fear, and fear kills trust. You need to communicate openly, honestly, and frequently. Share the good, the bad, and the ugly—because here’s the truth: people can handle the truth, but they can’t handle being blindsided.

You’ve got to step up and be the beacon of clarity. Make sure your team knows what’s happening, why it’s happening, and how it impacts them. Don’t sugarcoat it. Be real, be transparent, and do it consistently. This kind of radical transparency doesn’t just build trust; it deepens loyalty and commitment.

2. Lead with unshakable empathy

Empathy isn’t just about being nice; it’s about connecting with your team on a human level. High levels of stress and fear take a toll on everyone, and your team needs to know that you’ve got their backs. They need to feel seen, heard, and valued—not just as employees, but as people.

Listen actively. Be present. Understand their concerns, their fears, their challenges. When you show that you genuinely care about their well-being, you ignite a powerful connection. And that connection fuels trust like nothing else. Remember, people don’t care how much you know until they know how much you care.

3. Walk the talk—consistency is key

You can talk about trust until you’re blue in the face, but if your actions don’t match your words, it’s all for nothing. In tough times, your team is watching you more closely than ever. They need to see that you’re not just saying the right things—you’re living them.

Be the example. Show up with integrity every single day. Make decisions that align with your values and the values of the organisation. When you lead by example, you set the standard, and you reinforce the trust that keeps your team together, even when the going gets tough.

4. Unleash the power of collaboration

Stress can be isolating, but it doesn’t have to be. In fact, tough times are when collaboration becomes your secret weapon. Your team needs to know they’re not in this alone—that they can rely on each other and that you’ve created a culture where teamwork isn’t just encouraged, it’s expected.

Create opportunities for your team to work together, to share ideas, and to support one another. When you foster a collaborative environment, you don’t just build trust—you build a tribe. A tribe that’s ready to face any challenge with a united front.

5. Get ahead of employee churn—be proactive, not reactive

Key talent leaving the business can feel like a punch to the gut, especially in high-stress times. But here’s the thing: you can’t just react to it—you’ve got to get ahead of it. Understand why people are leaving and address it head-on. Be the leader who tackles challenges before they become crises.

Conduct exit interviews, listen to feedback, and make the necessary changes to retain your top talent. Show your team that you’re not just letting things happen—you’re taking control. This kind of proactive leadership not only prevents high employee turnover but also strengthens trust and stability across the board.

In the case of our Ad client, enabling the wider team to see how the digital transformation would avoid the need for redundancies helped to build a momentum behind the change and ensure key talent stayed on board.

6. Celebrate every win—no matter how small

In the midst of chaos, it’s easy to focus on what’s going wrong. But if you want to build trust and keep your team motivated, you’ve got to celebrate the wins—even the small ones. Recognition is powerful. It shows your team that their hard work is noticed and appreciated.

Take the time to acknowledge their efforts. Celebrate their successes, no matter how minor they may seem. These moments of recognition fuel morale, boost confidence, and reinforce the trust that’s essential to your team’s success.

The bottom line

Building trust in tough times isn’t just about keeping your head above water—it’s about leading your team to greatness, no matter the obstacles. By communicating with radical transparency, leading with unshakable empathy, walking the talk, fostering collaboration, proactively addressing turnover, and celebrating wins, you create an unbreakable bond with your team.

In the case of our advertising agency, the vision and drive of their CEO provided the catalyst for the team to turn the crisis into an opportunity, enabling them to steady the ship and avoid having to lose key talent or make the redundancies that teams had feared. Within an 18 month period of losing their biggest client, the financial performance of the agency was transformed, and engagement went up by 47%.

Remember, tough times don’t last, but tough teams do. And trust is the foundation that will carry your team through to the other side, stronger and more united than ever. Rather than being a disaster, challenging times can in fact be the catalyst for leaders to step up, lead with purpose, and build the trust that will define your organisation’s success for years to come.

If you’re looking for support in navigating tough times as a leader or manager, join us at our next Culture Clinic. It’s a free opportunity to explore fresh perspectives on a cultural challenge you're facing, as well as a surefire way to enhance your leadership skills. Find out more here.

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